MILLER PUTS $240 MILLION MEDIA ACCOUNT IN REVIEW

Nine-Year Incumbent Is Publicis' Starcom

NEW YORK (AdAge.com) -- Miller Brewing Co. has put its $240 million media account into review, a spokesman for the marketer said.

Miller's media business has been with Publicis Groupe’s Starcom, Chicago, for nine years.

The business has been with Publicis Groupe’s Starcom, Chicago, for nine years. Starcom is defending against two other agencies, according to an executive familiar with the situation. The review is being managed by Roth Associates, New York.

A Starcom spokeswoman did not return calls for comment.

Periodic reviews
The Miller spokesman said the move is consistent with parent company SABMiller’s practice of periodically reviewing agency relationships. “We want to make sure we’re getting the best available thinking,” he said.

The marketer has reviewed public relations and promotional agencies in recent years and conducts jump-ball reviews among roster shops for creative assignments. The spokesman said that jump-ball process will not change.

Miller's marketing execs
Miller, the No. 2 brewer behind Anheuser-Busch, has seen media oversight shift in the past year. Miller tapped Bob Brennan, a former executive at Starcom and Publicis sibling Leo Burnett USA, as director-marketing services early last year. But following the appointment of Tom Long as chief marketing officer, Mr. Brennan was given a different title, reportedly because of differences with Mr. Long.

The review is being managed by Mr. Brennan, now director of strategic projects, and Media Director Dave Genel, also a former Starcom executive. Miller is now looking for a marketing services director.

Miller spent $240 million on measured media in 2004, according to TNS Media Intelligence.

Starcom recently succeeded defending the business of another longtime account, after Kellogg put its $500 million media account into review.

Matthew Creamer

Matthew Creamer is a former Ad Age editor at large. He now works in creative and content at KBS+.